As principal food sponsor, Purina partnered with SPCA to showcase the types of pets that are available for adoption across New Zealand.
The ‘Pawfect Match’ campaign, which commenced earlier this week, was developed by Purina and Mediacom in response to a challenge by oOh! for agencies and advertisers in New Zealand to create a powerful and engaging execution for oOh!’s Excite panels.
Utilising oOh!’s strong network of the fully interactive Excite panels’ – with features including multi touch Kinect 2.0 technology, webcam and audio features – animal lovers can find the type of pet best suited to them, based on the desired personality of a pet, the lifestyle traits of the owner and their home environment.
Based on the answers provided, profiles of the most ‘pawfect pals’ will be displayed on screen, with shoppers then encouraged to take a photo with the pet, which is then shared with the shopper via mobile or email.
General Manager for oOh! New Zealand Nick Vile said the campaign demonstrated the opportunities available from oOh!’s fully interactive Excite panels to gain deeper engagement between advertisers and their audiences, via one on one interaction and also, the halo effect created by people stopping and watching.
“The campaign, which can be seen across 15 Excite and 60 Shopalive panels across the five main markets of Auckland, Wellington, Christchurch, Hamilton & Palmerston North, will reach a unique audience of close to 900,000, demonstrated by our audience measurement system CRAFT ” Mr Vile said.
“On top of this, we expect the reach to be further amplified as shoppers are encouraged to share the image of them with their Pawfect pal across social platforms.”
Nestlé Purina Brand Manager Alice Hawke said the features of the Excite panels spurred the creative concept of the Pawfect Match campaign.
“With such a huge number of features available with the Excite panels, which delivers interactivity at scale unmatched in Out of Home, we were able to develop a powerful and all-encompassing campaign that demonstrates our passion for shelter adoption and communicates our support of SPCA,” said Miss Hawke.
Download the press release here.